The world is always rushing. Always grinding. Always on. Since 1919, Aperol has been the antidote, a ritual built around slowing down, savouring the moment, and letting the light turn gold. We asked ourselves one question, what does it look and feel like to be truly, unmistakably Aperol? The answer came from the Italian aperitivo itself. Long evenings spent in the sun. Time slowing. The warmth of good company and nowhere else to be. A golden hour that feels timeless. The moment Aperol was made for. The bottle was redesigned to as timeless as the moment itself. Iconic enough to command a table. Beautiful enough to reward every glance. The double-embossed shoulder reflects the dome of Santa Maria della Salute Basilica. The rippled glass evokes the canals of Venice, a tribute to centuries of Murano glassmaking. At the base, the Barbieri brothers' seal returns, a tactile detail connecting every bottle back to our founders. A bottle that could only ever be Aperol. Unchanged in spirit since 1919. Reimagined in glass.

At 20 years old, Monica Rich Kosann, a New York luxury jewellery brand rooted in the belief that jewellery is a form of self-authorship, had outgrown its packaging. In a market where luxury jewellery boxes look interchangeable, the challenge was creating a system that matched the emotional depth of the jewellery itself. The solution is built around one guiding idea: Curate your ever-evolving personal portrait. Founder Monica's origins as a portrait photographer, collecting antique cigarette cases and then lockets, informed a packaging system that draws on heritage materiality reimagined through a modern lens. A customisable monogram system allows clients to personalise their packaging, making every piece feel individually authored. The result is a cohesive ecosystem from outer box to tissue, cards, and stickers, unified by bold geometric patterns, a deep plum and warm marigold palette, and multiple levels of embossing that reward closer inspection. Every component is designed as a keepsake rather than a container, transforming the unboxing experience into part of the brand's core promise. For the client, the impact has been a packaging system that actively supports brand positioning across a multi-generational audience spanning $200 to $45,000 price points, giving the brand a coherent luxury identity to sustain future growth.

The Brief Blue Diamond’s Barista Almond Milk was made for great coffee, and the baristas who make it. But to earn its place behind the counter, it needed more than neutral taste, great stretch and perfect foam. Increasingly, the look has to pull its weight too. So we designed Blue Diamond Barista to feel part of barista culture from day one. The Solution We began by bringing Blue Diamond’s co-operative, grower-owned story to the front of pack. At the centre of each carton, we created an unmistakable brand emblem: a symbol of partnership between ‘Shakers’ (every almond is shaken, literally, from the tree) and ‘Creators’, grower and barista in partnership. And around it, a suite of supporting illustrations that bring coffee culture to life with lo-fi woodcut grain, line and from-the-orchard character. The aesthetic extends across every touchpoint, all rendered in a distinctive blue and white palette that nods to dairy codes and Blue Diamond equity. A new to market Blue Diamond brand, built from the ground up to stand out behind the bar – and feel fluent in coffee culture, too.

Zwitsal has been part of Dutch family life for over 100 years. Known for its yellow bottles and distinctive scent, it built a strong emotional connection with generations of parents. But tastes were changing. As more parents looked for baby care products that felt gentler and more natural, Zwitsal risked starting to feel dated. The brief was to refresh the brand without losing what people already loved about it. The redesign focused on the role Zwitsal has always played in everyday moments between parents and babies — bath time, bedtime, and the small rituals that create comfort and closeness. We used that idea to guide the whole identity. Rather than replacing Zwitsal’s recognisable assets, we updated them with a lighter touch. The yellow was softened, the fragrance was made gentler, and the familiar “Kleintje” character was refreshed with a friendlier expression. A new typeface and a calligraphic “bonding thread” added warmth and continuity across the brand, while bespoke illustrations of parent-and-baby animals helped express care and closeness in a simple, relatable way. The result is a brand identity that feels calmer, softer, and more in tune with what parents want today, while still being clearly Zwitsal. Unilever described the work as a way of translating the brand’s positioning into a modern design system, helping to futureproof the brand beyond packaging alone. The redesign also delivered commercially. After the relaunch, Zwitsal saw +8.4% value growth at a major Dutch drugstore chain versus pre-relaunch (Source: Nielsen 2025). This project shows how careful brand evolution can keep a heritage brand relevant for a new generation.

Drinking water is good for us, but rarely something we feel excited about. With only 5% of adults genuinely enjoying plain water, there was an opportunity to create a more flavour-led, emotionally engaging experience — without sugar or artificial ingredients. Aqua Libra set out to reimagine how water could look, feel and perform on shelf, making hydration something people actively want to choose. As the UK’s fastest-growing infused sparkling water brand, Aqua Libra was already responding to changing health and wellness behaviours. However, despite this growth, brand awareness remained low, and its packaging wasn’t fully expressing the brand’s philosophy or helping it stand out in a crowded category. Working closely with Aqua Libra, a new strategic positioning — Refreshingly Good — was defined to celebrate the joy of water, elevating hydration from habit into a positive choice. Packaging became the primary vehicle for expressing this shift, designed to balance clarity, character and shelf impact. At the heart of the new identity is the signature droplet ‘A’, a symbol of refreshment and trust that anchors the packaging system. Surrounding this, a distinctive illustrative style, created with Chris DeLorenzo, introduces a more expressive and emotionally engaging visual language. Each flavour is inspired by a different water-based environment, from oceans to lakes, moving beyond standard flavour cues to build a richer, more engaging world. The illustrations are deliberately loose and handcrafted, with fluid linework that mirrors the movement of water, creating a warm, human quality that helps the brand feel optimistic, alive and full of character. Aqua Libra’s refreshed identity reimagines what water can look and feel like, creating a packaging system and brand world that invites people to pause and connect — transforming drinking water from something people feel they should do into something they genuinely want to choose.

The Challenge: For too long, plant based cheese has been defined by what it isn't. Trapped in a cycle of ""inferior imitations"", the category was stuck in a sea of bland, apologetic packaging that failed to capture the artistry of fermentation. Palace Culture set out to challenge this bias; Why should plant based cheese be seen as second best? Our mission was to prove that plant based cheese doesn’t just belong on the board, it elevates it, transforming the traditional cheeseboard into a more inclusive, sophisticated, and ""cultured"" experience. The Insight: Our insight was simple: Life is too short to eat bad cheese. We identified a tribe of ""Cheese Explorers"" - bored with the status quo and hungry for discovery. By moving away from the ""imitation"" mindset and the ""dairy free"" apology, we positioned Palace Culture not as a substitute, but as premium culinary destination. The Creative Concept: A Tapestry of Culture In palaces throughout history, grand narratives were woven into tapestries to preserve heritage and spark conversation. We adopted this visual language to weave a new story for the modern palate. Our pack design transforms the brand narrative into a vibrant tapestry illustration. Just as tapestries are made of stories and different threads, our cheese is a collection of global influences, sourced ingredients, traditional fermentation techniques, and modern plant based innovation. The intricate, maximalist illustrations reflect the stories and complexity of the flavors within. The result: a brand identity that feels artisanal yet disruptive. We aren't just selling a dairy alternative; we are inviting the ""cheese bored"" to discover a new world of flavour.

BEEMORE launched with a genuinely differentiated product: an energy drink powered by manuka honey and maca root. The liquid delivered on taste and quality, offering a natural alternative to the synthetic formulas dominating the category. However, the brand lacked presence. In a market crowded with near-identical claims and visual codes, it struggled to capture attention or communicate its unique proposition. The task was to transform BEEMORE from a functional product into a distinctive brand capable of commanding shelf presence, unlocking retail opportunities and resonating with modern energy consumers.

The brand was anchored around a single organising idea: Ancient Energy for Modern Civilisation. Rather than competing through louder functional claims, the strategy reframed energy itself. While many energy drinks rely on synthetic stimulation and short-term intensity, BEEMORE draws on ingredients that have fuelled human vitality for centuries. The positioning reframes energy as something proven, balanced and enduring, rather than artificial and extreme. This idea created a clear narrative platform that could guide product storytelling, visual identity and future innovation.

The design response focused on building a complete and coherent brand world. Totemic mask-inspired characters were created to represent different benefits across the range. These bold graphic figures act as symbolic guardians of the ingredients’ natural power, providing a memorable and expandable visual architecture. The cans are positioned within circular structures inspired by ancient architectural patterns, creating a ritualistic visual frame that emphasises the product as a modern-day totem. Supporting icons reference ancient inscriptions, visually signalling the potency of time-tested ingredients. Typography balances human imperfection with contemporary clarity, while a bright yet earthy colour palette enables intuitive navigation across the range. Together, elements create a distinctive system that bridges ancient wisdom with modern ambition, allowing the brand to communicate its story clearly and scale confidently.

Bold Bean redesigned its packaging to enable the brand to scale from independent retail into major supermarkets and new categories. The existing system struggled to support this growth. Shopper research showed unclear range navigation, fragmented execution and poor distinction between organic and core lines. Claims hierarchy was overly dense, reducing clarity, and the brand lacked the shelf impact required to compete at scale. This became critical as Bold Bean prepared to launch into the highly competitive baked beans category, dominated by established players with decades of recognition and media spend. Our solution was guided by a single principle: Simplify to Amplify. We simplified the claims hierarchy to improve legibility and create space for the brand to breathe. We rebuilt the range architecture using colour coding, consistent hierarchy and clearer product identification, enabling intuitive navigation and setting the system up for future NPD. We then amplified distinctive brand assets to drive shelf standout. Bold Bean's signature yellow was elevated into an ownable asset through the introduction of yellow lids, creating a strong, recognisable brand block across SKUs. The logo was refined and inverted for greater visibility at speed and distance. We also introduced a clear ""Queen"" quality marker and a crafted illustration style to reinforce warmth and personality. The work demonstrates how distinctive brand assets and system thinking can enable challenger brands to compete with legacy players on shelf, without needing category-leader budgets.

When Purdey’s launched in 1988, it was the first natural energy drink on the UK market. But today, the category it helped create is a noisy place. Dominated by loud, synthetic brands that skew brighter, shout louder and push extreme sport aesthetics – selling energy as high-octane intensity, not balance. Purdey’s saw an opportunity to reframe the conversation. As wellness goes mainstream and consumers choose cleaner ingredients and sustained effects over spike-and-crash intensity, the brand was perfectly positioned to democratise energy beyond athletes and extremes. The packaging-led rebrand centres on the idea of sustained mental focus through the Flow Loop – a stylised infinity mark that becomes Purdey's ownable signature, signalling continuous natural energy in a single gesture. On pack, the loop holds a continuous line of copy articulating flavour and benefit, while seamlessly linking flavour-led colourways across the range. On shelf, cans connect loop-to-loop, transforming the fixture into one flowing composition – a visual expression of sustained energy that creates immediate standout through restraint rather than volume. In a category addicted to maximalism, the Flow Loop demonstrates how packaging can create differentiation and clarity through system-level thinking. The device scales beyond pack as a flexible brand signature across motion, social and campaigns – showing how on-pack innovation can drive coherent brand expression across fragmented touchpoints. The rebrand clarifies Purdey's natural energy proposition at shelf speed, opening the category to wellness-minded consumers choosing focus over hype. The Flow Loop creates ownable brand equity while the modular system supports seasonal launches and product storytelling without requiring full redesigns. The packaging challenges energy drink category codes—proving that in a loud aisle, restraint and clarity can be more powerful than amplification.

Co-founded by Jeremy Clarkson, Hawkstone lager is a tribute to the resilience and graft of British farming. The challenge was to create a draught beer experience that could only come from this tough, elemental world, standing for the brand’s rally cry: “Hard to make, easy to drink.” The brief was as simple as it was bold: “Drop a lump of real Cotswold stone onto a bar,” inspired by the Neolithic stone that gives the brand its name and the uncompromising land where its barley is grown. Our creative idea, “Born of Stone,” brought this origin story to life. Rejecting imitation, we used real Cotswold limestone, working with local stonemasons to hand-chisel each fount. Every piece is unique and imperfect, revealing natural grains and fossil textures that tell a thousands-year-old geological story. This raw authenticity was designed to stand apart in a category dominated by sleek metals and plastics, turning an unrefined material into a premium bar icon. The strategy was to embrace the toughness of the landscape rather than smooth it away. The design masterfully balances this ruggedness with refinement; behind the stone sits a streamlined, modular metal chassis reflecting a farmer’s resourcefulness, paired with brushed brass hardware that reinforces the brand's quality position. Each fount is a numbered artefact, a literal piece of the Cotswolds that embodies Hawkstone’s ethos. First installed at Jeremy Clarkson’s pub and now set for a 1,000-venue UK rollout, the fount has become the cornerstone of Hawkstone’s on-trade identity: uncompromising, materially truthful, and unmistakably rooted in the land.

Ricola is loved throughout the world for deliciously soothing drops made from Swiss Alpine herbs. Hydration is a new category for the brand. Given the opportunity for healthier drinks the brief was to help position Drink Cubes as the natural choice, in an innovative, convenient form. This required a name, format and engaging design focusing on the activation of the product. The small cube dissolves quickly into water, making it the ideal daily companion. The carton, with its simple dispenser, is handbag and pocket friendly. Delicious flavours are introduced with a splash of watercolour, framing the product as it drops spontaneously into the glass. In addition the agency has designed a bespoke water bottle showcasing the herbs as a unique ingredient.

The Herbtender’s new organic tea range was designed to expand the adaptogenic supplement brand into the growing functional drinks space. Crafted with adaptogens, functional mushrooms and organic herbs, the five blends translate the brand’s expertise into a more accessible, everyday ritual - moving from capsules to cups. Built around clear need-states, The Herbtender brand simplifies the often complex world of adaptogens. This structure provided a strong foundation for the tea range, but the functional drinks category presented a challenge: shelves crowded with wellness clichés, dense ingredient lists and overly scientific claims. The opportunity was to cut through with clarity, warmth and emotional relevance. The design system shifts the conversation from function to feeling. Expressive illustrations capture the mood and benefit behind each blend - Good Morning, And Breathe, Good Night, Pure Focus and Vital Glow - telling intuitive visual stories rather than relying on technical explanations. Subtle colour-coding links each tea to its supplement counterpart, supporting easy navigation and reinforcing the brand’s holistic, need-state approach. The result is packaging that makes functional wellness feel effortless and inviting. It balances credibility with approachability, standing apart from a category dominated by clinical cues and botanical sameness. Sustainable, plastic-free materials further reflect the brand’s commitment to clean, considered wellness. Together, the teas form a natural extension of The Herbtender universe, creating a new space where functional ingredients are woven seamlessly into daily life through simple, enjoyable rituals.

The Brief The frozen Mexican food aisle is dominated by familiar visual shortcuts that rely on stereotype rather than substance. Wrestling masks, sombreros and exaggerated graphics flatten a rich food culture into a handful of tired tropes. Norteño wanted to break away from this pattern. The brief was to create a distinctive visual identity for Norteño’s taquitos range that felt rooted in real Mexican cooking. The brand needed to communicate flavour, warmth and authenticity while standing out confidently in a busy frozen environment. Above all, it had to feel human, honest and made with care. Our Approach We looked beyond the aisle and towards the source of real Mexican food culture. The home. The brand mark is built around the archway of a traditional Mexican doorway, a symbol of welcome and hospitality that invites people in to experience Mexican cooking as it is enjoyed at home. This sense of invitation is carried through the wider identity, which draws inspiration from tiled kitchen walls and floors, reflecting the colour, craft and everyday beauty of domestic Mexican spaces. Together, these elements create a visual language that feels warm, confident and lived-in. The design is playful yet proud, full of character without relying on cliché. By bringing the atmosphere of the Mexican kitchen into the frozen aisle, Norteño transforms a functional purchase into a “momentito Mexicano” — an invitation to share food that is vibrant, honest and made with heart.

The non-alcoholic spirits category has grown rapidly, with a 70%–88% year-over-year increase between 2024–2025 (NIQ). Yet much of the category is defined by imitation rather than invention, borrowing the visual language of traditional spirits while offering simplified liquids that lack the depth, craft, and credibility of alcoholic counterparts. Ben Branson, founder of Seedlip and creator of the world’s first distilled NA spirit, helped establish the category by proving alcohol-free could be culturally relevant. With Sylva, he set out to explore whether a dark spirit could exist without alcohol. Instead of relying on barrels, time, or alcohol, Sylva is created through sonic maturation. Using water, locally foraged woods, and a proprietary process involving sound, pressure, oxygen, and heat, flavour, colour, and sweetness are extracted directly from the wood. The challenge was to communicate this process clearly while standing apart from both traditional spirits and a crowded non-alcoholic market. Rather than borrowing familiar cues, Sylva establishes new category signals rooted in scientific clarity and material honesty. From the sonic-inspired wordmark to ribbed glass, wood stopper, and structured information design, every detail translates vibration into form.It imagines a laboratory within a forest, using technology to unlock flavour from natural materials. Launched in 2025, Sylva’s first editions surprised industry and consumers, followed by Sylva Walnut, a limited winter release of 300 bottles, crafted from Black Walnut, Sweet Chestnut, and Elm. Sylva launched as a new category within non-alcoholic spirits, securing distribution at Selfridges, Berry Bros. & Rudd, and The Fat Duck. It was recognised by The Spirits Business, ranking #4 Most Innovative Spirit Launch and a Top 10 Distillery Opening in 2024 — the only NA brand included — establishing a platform for growth in the UK and US, with a new US distillery opening soon.

BakeAway, the leading manufacturer of pastry and dough products in the UK, came to us with a unique innovation challenge. Despite a boom in home baking and DIY desserts, bake-at-home cookie dough hadn’t really made a mark in British kitchens. BakeAway wanted to launch a new brand in this space, but that was as far as they’d got. From brand strategy to packaging, website and launch activations, we've been on every step of the journey alongside the BakeAway team to define the next big thing in “little treat” culture, sparking a new category craving for cookie dough with broad consumer appeal. The Doh! name came first. Short to be memorable, playful to draw consumers in, it also became the jumping off point for the brand idea: “Spark a little doh-lightfulness"" Building out a brand blueprint including purpose, proposition, and personality, we then translated it into design strategy. At the heart of the brand is our fictional baker, Don Doh. Inspired by a real BakeAway employee, he brings a wink of humour and a dash of flair to spark doh-lightfulness wherever he shows up. Don is complemented by the crafted fluidity of the Doh! wordmark, which reflects the softness of dough and the squidgyness of the centre of a perfectly baked cookie. Standout packaging was crucial in driving brand awareness and consumer trial for this new product. Inspired by premium independent bakeries that draw queues around the block, we transformed the box into a storefront, complete with striped veranda awning. Adding theatre to the unboxing experience, we added a QR code to the underside of the awning with recipe suggestions. Retailers couldn’t wait to get Doh! on shelf, and BakeAway secured impressive launch listings including 1,000 Tesco stores, 400 Asda stores, and Ocado. Pretty dohlicious for this distinctive new challenger brand.

For Christmas 2025 we wanted to celebrate creativity and collaboration by creating something tangible that could raise money for Crisis and bring people together for a moment of off-line connection. We collaborated with creatives from across the industry to design a limited-edition deck of playing cards. With one simple brief; keep it red, white & black and keep it Christmas themed. The results are richly varied with each of the 54 Christmas Cards holding a bespoke design by artists, illustrators, designers and typographers from around the world. All profits have been donated to Crisis; the UK charity that provides warmth, shelter and real, practical support to people experiencing homelessness at Christmas.

ISSUE Lunar New Year (LNY) is a crowded landscape for luxury spirits. It’s increasingly difficult to stand out amongst the red boxes, zodiac animals, and fireworks — recurring symbols that have lost their meaning. Don Julio sought to move beyond the expected to tell a story about renewal. But they faced a fundamental hurdle: what right does a Mexican tequila have to celebrate LNY? IDEA We found the answer in the name of Don Julio’s first distillery: La Primavera, meaning “Spring”. This created a perfect parallel as LNY is also known as the Spring Festival. Two cultures, united by the season of renewal. This shared truth became our cultural bridge, inspiring a limited-edition design celebrating the wild transformation of spring, and transforming Don Julio 1942 into a natural guest at the table, joining the ritual of welcoming new beginnings. EXECUTION The bottle expresses spring in full bloom through expressive colour, layered symbolism and crafted detail. To capture the bold collision of cultures, Ikat Rebozo textile patterns – worn by traditional Mexican horsemen – intertwine with the powerful Chinese horse zodiac. When Mexican craftsmanship and LNY tradition meet, they create a design that is both celebratory and refined, rooted in heritage yet unmistakably contemporary.

An innovation designed to coincide with the release of the new SpongeBob movie, creating maximum PR potential and growing Olipop brand awareness with a huge fan base. Our concept was to create not one can, but five collectibles – each with a different, super expressive face, inspired by SpongeBob’s playful and whacky personality. This provides an invitation for consumers to hunt for every different SpongeBob can, an extension of the Pirate ‘Search for SquarePants’ theme of the Movie. We named the new liquid ‘Pineapple Paradise’ and created a unique multipack concept. Each carton contains just one of the facial expressions, with different expressions being stocked at different retailers. This led consumers to engage in the ‘Search for SquarePants’, to collect each of the different cans. Consumers took to social media, sharing pictures of the cans as they found them. Our comms became organic, creating millions of impressions online. When lined up on shelf, the SpongeBobs appear to interact with each other, for ultimate stand out and collectability, making consumers want to complete the set. The result: by creating an experience and not just a can, the new flavour became Olipop’s most talked about and fastest selling innovation ever. The new variant was the brand’s biggest seller in 2025, outselling the second most popular flavour by 10x!

Porte Noire Cognac is a complete brand and packaging creation for Idris Elba, designed to introduce a bold, modern voice into one of the most traditional spirits categories. The product comprises a distinctive decanter-style bottle, innovative material-led labelling, and thoughtfully engineered details that elevate both function and experience. In a market dominated by heritage codes and visual conservatism, the objective was to disrupt expectations without losing authenticity. The result is an architectural bottle silhouette with precision-cut facets that refract light and hero the liquid within, creating standout presence on shelf and in hand. A debossed ‘black door’ detail hidden in the base reinforces brand storytelling through discovery, while the stopper doubles as an ice stamp - embedding the marque into every serve and extending brand interaction beyond the bottle itself. A key industry impact lies in material innovation. The label is crafted from vegan leather made using recycled grape pomace - a by-product of the cognac-making process. This category-first approach demonstrates how sustainability can be meaningfully integrated into ultra-premium spirits packaging without compromising tactility, craftsmanship or luxury cues. It challenges the perception that innovation and heritage are mutually exclusive, offering a progressive model for future-facing design in Cognac. The project addresses several challenges: how to attract a new generation of drinkers without alienating connoisseurs; how to stand out in a crowded luxury space; and how to embed sustainability authentically rather than superficially. For the client, the benefits are clear. The design establishes immediate shelf differentiation, reinforces Idris Elba’s culturally engaged identity, strengthens sustainability credentials, and creates a multisensory brand experience that drives conversation, collectability and long-term brand equity.

Challenge Schweppes is the world's original soft drink — an almost 250-year-old constant in an industry of fleeting trends. But a recent flood of artisanal newcomers was threatening the brand's dominance. Schweppes needed to reassert its status, and what better way than with packaging as crisp, crafted and effervescent as its drinks? Objective To help Schweppes remind both consumers and competitors that it's the 1783 original — and that taste only develops over time. Challenger brands could talk of ""craft"", but it was Schweppes' story to tell. So our strategy was to reclaim rather than reinvent. We pored over the archives, pooling references from Schweppes' past to inspire new twists. Design In a word: gleaming. We doused the packaging in a warm saffron yellow — reminiscent of golden hour, the perfect moment to socialise with a bottle of fizz. Then we set about bridging 18th-century heritage with modern luxury. We reintroduced serifs to Schweppes' logo, infused it with effervescent bubbles, and reimagined the legendary 1851 Great Exhibition fountain for new audiences, distilling its architectural elegance. By blending heritage cues with a bold palette, we helped Schweppes stand out again in the category it invented — across markets, ranges and flavours. The work demonstrates how heritage brands can reclaim authority where smaller craft competitors signal premium quality through hand-crafted visuals, and provides a blueprint for heritage-led premiumisation in FMCG packaging. Results South Africa was the first market to debut the new packaging — a high-stakes proving ground. The impact was immediate. Glamour magazine heralded the launch as a cultural reset, but the true victory was commercial. In a market where sales had been declining, the new identity delivered +12.6% growth in January versus the prior year and +15.4% new shopper recruitment — a powerful foundation for the brand's global resurgence.

Britain's oldest wine merchant needed packaging worthy of its first 'Exceptional Casks' release: two rare single malts priced at £20,000. The challenge was translating 327 years of heritage into something that felt genuinely contemporary and theatrical rather than reverting to the category's usual wood and leather clichés. The solution centres on a sculptural jesmonite display cabinet with a precision mechanical mechanism. When opened, both hand-blown crystal decanters rotate 180° to face each other — the act of opening becomes a duel re-enacted. Every material decision embeds the narrative duality: Honour's side is swirling and layered, Justice's polished and intricate. A brass coin sits between them, a nod to the traditional coin flip. The project demonstrates that ultra-luxury packaging can be simultaneously functional, narrative-driven, and responsible. The jesmonite cabinet is returnable for specialist recycling; the crystal decanters are designed as permanent objects. With only 50 sets produced globally, it sets a new benchmark for collectible packaging as experiential ritual rather than mere container

Famiglia Santoni had an enviable line of spirits which disappeared on the shelf. We injected a palette as sun-drenched and inviting as the brand's Tuscan provenance, patterns of Florentine tilework and unique typefaces to differentiate the individual bottlings within a cohesive family.

20 years. 20 stories. 20 bottles. The Whispering Angel Legacy. Twenty years ago, legendary winemaker Sacha Lichine ignited a quiet revolution, drawing on Provençal traditions to create Whispering Angel, a wine that transformed the rosé category. Now, for its 20th release, we celebrate this milestone with a limited-edition collection featuring 20 unique bottles, each a testament to the brand's remarkable journey and its role in the rosé renaissance. Each of the 20 bespoke illustrations captures a story, moment, or cultural landmark from Whispering Angel's two-decade history. From its Provençal craft and early advocacy to its global influence across fashion, hospitality, sport, and culture, these labels visually narrate a legacy. For the first time, the true original inspiration—the two whispering angels in the chapel at Chateau d’Esclan—takes center stage on one label, adorned with subtle embossing and gold flourishes highlighting its edition number. Across the collection, delicate embossing and restrained gold detailing give the labels an ethereal quality. A lone sailboat evokes the effortless Mediterranean elegance synonymous with the brand. Together, these intricately crafted scenes form a visual tapestry of heritage and aspiration, embodying the spirit of the rosé renaissance Whispering Angel helped inspire. From Provence’s slopes to Monaco’s grids, from the white sands of Mustique to New York rooftops, each bottle brings to life a different part of the brand’s authentic history and passion. This is not mere decoration; it's iconic storytelling brought to life through exquisite finishes, embossing, debossing, and gold foil. The 20 editions launched with a hero US activation at The Villa Casa Casuarina in Miami, marking the end of Sacha Lichine's tenure as founder and celebrating the 20th vintage year. A film brought these stories to life, culminating in a celebration with Sacha and LVMH and an award at a New York Times Dinner Series event.

Marks & Spencer set out to elevate its continental beer offer, moving beyond generic own-label cues to create a range rooted in authenticity, craft and discovery. The opportunity was to transform a functional range into an experience. Instead of relying on clichés, we built a design system inspired by travel, specifically the visual language of vintage postage stamps. Each beer becomes a destination, celebrating its country of origin while contributing to a cohesive, collectible range. Illustration sits at the heart of the solution. We created a series of distinctive animal illustrations, each representing a different country, brought to life through a modern etching style. This approach adds richness, storytelling and a sense of provenance, while setting the range apart in a crowded category often dominated by predictable tropes. The system balances individuality with consistency. Bold colour, typography and layout create strong shelf impact and easy navigation, while a unifying stamp device and M&S quality mark ensure the range feels cohesive across multiple SKUs and formats. A key challenge was delivering a premium execution across different production environments, with limited print finishes available. By leaning into detailed illustration, layered design and considered composition, we achieved depth and quality without relying on embellishments. The result is a distinctive, scalable packaging system that elevates own-label beer, enhances shopper engagement and demonstrates how design can communicate authenticity, origin and craft in a modern retail context.

The ask was to create the first-ever Campari Spritz ready-to-serve multipack. Within the brief sat a tension. Ready-to-serve multipacks carry an inherent language of volume and value. Campari Spritz belongs to another world: the Italian aperitivo, a ritual born in Milan's bars and piazzas, where time slows, and pleasure is taken seriously. The challenge wasn't just to make a multipack feel premium, but like it’s always existed. The solution began with one design statement, commit to Campari red. In Milan, where fashion and design are built on restraint, the most confident moves are the most considered. Everything must earn its place. What fills the space is the city’s architecture, standing for centuries. Debossed lines draw from that same sensibility running across both bottle and carton: structured, refined, enduring. Creating depth without colour, texture without decoration. Nothing reinvented for its own sake. Typography follows the same rules. Clean, balanced, drawn from Italian graphic tradition. Every message is earned, driving simplicity and desire. A design that makes none of the compromises the format usually demands. Campari Spritz has finally left the bar. It hasn't left Milan.

Mulino transforms precious wheat into the world’s finest pasta. A triumph of man working in harmony with nature, with meticulous attention to detail at every stage. Ancient grains are carefully selected for their richness of flavour and nutrients. Growing far taller than modern varieties as they have for centuries, pure and un-adulterated in keeping with the traditions of Gragnano, widely regarded as the true home of pasta. We were asked to evolve the brand, introducing a new identity and packaging range ready for launch into the finest delicatessens and restaurants. The pasta masters now sit at the heart of the brand, with every detail of their craft brought to life on pack; from the carefully tended land, to bronze dyes and small-batch stone milling. This is expertise and craft, without compromise.

As part of its annual Artist Editions series, nearly four decades after their groundbreaking 1986 collaboration, Absolut reunited with the Keith Haring Foundation to launch a global limited-edition bottle reimagining the iconic Absolut Haring advertisement. This moment marked the reunion of two cultural icons whose original partnership helped define the artist–brand collaboration model. The challenge was to honour Keith Haring’s unmistakable visual language while creating a contemporary, globally resonant bottle that remains undeniably Absolut. Built around the idea of Iconic Revival, the bottle transforms Haring’s bold pop-art style into structural form. Rather than applying graphics to the surface, his dancing figures are debossed directly into the clear glass, creating depth, tactility and a sense of movement — as if the bottle itself has a pulse. This is amplified by an innovative screen-printed yellow panel. Viewed through transparent glass, it creates an optical illusion that makes the entire bottle appear luminous yellow to create the ultimate shelf standout. The interplay between graphics, structure, materials and print technology reimagines the Absout Haring collaboration for a new generation. It proves how enduring partnerships can evolve authentically while remaining culturally relevant on a global stage. More than a design revival, this collaboration reflects Absolut’s enduring ambition to drive positive change — harnessing the power of art and creativity to transform, inspire and connect people to see things differently, and ultimately create a world that is more open, free and fun.

Oyster Gin is a new luxury brand crafted in Montenegro, where rugged mountains meet the Adriatic Sea. The project was imagined to translate this singular terroir and Arto of living into a distinctive and elevated identity. At the heart of the concept lies the oyster, an iconic natural form that expresses both rawness and refinement. This duality became the creative foundation for a brand rooted in nature’s purest expression. The ambition was to create more than a bottle: a sculptural object, capable of becoming a true icon of desire within the gin category. Rather than borrowing directly from the oyster shell, the design reinterprets its essence with subtlety and sophistication. The bottle’s sculptural silhouette evokes the shell’s irregular, layered structure, while embossed textures suggest organic strata shaped by time and tide. Transparency, glass layering and tactile finishes create shifting plays of light, reminiscent of water reflections, the shimmer of the Adriatic, and waves meeting the shore. Materiality plays a central role in differentiating each expression. One edition features luminous green glass paired with a deep green leather neck ring, while another adopts a frosted finish for a softer, more velvety tactile experience. Natural wooden closures and an embossed metal coin complete the design, reinforcing its sense of craftsmanship and understated luxury. Typography and branding remain deliberately restrained, allowing the bottle’s distinctive form to take center stage. Ultimately, the project demonstrates how structural packaging design can move beyond decoration to embody the very essence of a brand, transforming a timeless natural form into a contemporary luxury object.

Challenge: As premium snacks became widely accessible, ""craft"" became the category norm. Authenticity started to look the same everywhere. Founded by Carlos Salinas over 30 years ago in Texas, Xochitl introduced time-honored family recipes rooted in Aztec tradition to a new generation of snackers. The challenge was to refresh the brand so Xochitl's authenticity became unmistakable—setting the standard for what craft looked like in 2025 and beyond. Objective: Reclaim and amplify Xochitl's heritage, redefining it as a modern expression of time-honored Mexican tradition. Strategy: Heritage became the power source. Disrupting category norms by leaning into its Aztec roots and generational craft—shaping a modern expression that set the brand apart. Solution: With a refresh rooted in origin, we brought Xochitl's heritage to the forefront—making the Nahuatl name not only visible but approachable. By embracing ""XO"" as ""SO"", we created an intuitive bridge for audiences unfamiliar with the language, turning pronunciation into an act of inclusion. Typography inspired by Mexican rótulos brought warmth and handcrafted character to the system. We kept the details Carlos originally designed—from the lowercase ""i"" to the angled ""H""—so his hand still feels present in the brand. Craft is made visible through clear messaging around whole-kernel corn, traditional nixtamalization, fresh oil for every batch, and ancient seabed salt. The result is a brand refresh that brings heritage to life, carrying abuela's love and craft into the next generation.

Many brands see DPP as a regulatory requirement but we saw this as an opportunity to showcase what happens when compliance meets consumer engagement via an embedded NFC. We partnered with Moose Knuckles and r-pac to create a Digital Product Passport that is stylish, intelligent, and built around the consumer. The brand faced a complex set of challenges which included, meeting evolving global compliance standards, protecting brand integrity, and capturing accurate data around material origin and movement across the supply chain. Rather than treating compliance as a constraint, the solution reframed regulation as an opportunity for differentiation. The result positions Moose Knuckles among the first luxury fashion brands to put Digital Product Passports into practice, stepping beyond regulatory readiness to establish a new benchmark for premium connected products. The passport itself became the differentiator: it is not simply function, but thoughtfully designed, intuitive, and aligned with the expectations of a luxury consumer. Using embedded NFC technology within each jacket, consumers can authenticate their purchase with a simple tap, instantly accessing the product’s digital identity. From that simple interaction, they are invited to explore the garment’s lifecycle, from source to store. The reinforces transparency and trust at the moment of ownership. The experience translates complex supply chain data into a visually refined and accessible format. Materials, origin countries, and supplier details are presented in a succinct, design led interface, transforming technical information into meaningful storytelling. Consumers gain clarity on how their garment was made, supporting informed, responsible ownership. By removing barriers to entry and placing transparency at the centre of the experience, the Digital Product Passport invites consumers into the brand’s world rather than simply informing them. The connected garment becomes more than a purchase, it becomes proof of authenticity, evidence of responsibility, and an experience that justifies the premium.

In the year 2000, vitaminwater® made a splash in the boring world of hydration — but that was 20 years ago. The brand, once edgy and irreverent, slowly grew to feel clinical. Enhanced waters became common on shelf, and a series of white-label designs spawned around them. So, to redesign this brand, we had to return with the irreverent energy of the game-changing original. We started with a newly crafted brand strategy, reinvigorating the brand in a way that stayed true to — but amplified — its New York roots. The goal was to capture the attitude of a New Yorker in a bottle: direct honesty with an irreverent edge. This persona shaped the re-crafting of vitaminwater’s tone of voice. Copy needed to be playful yet rebellious, punchy enough to grab the attention of today’s social media generation. We crafted distinctive messaging that feels like a shot of down-to-earth honesty, poking fun at life and provoking a smile — with a sprinkle of NY-style slang. Lines like “a threesome of antioxidants. get your mind outta the gutter” sell the functional message with an inside-joke twist — because life isn't for watering down. vitaminwater’s long-standing, iconic brandmark needed to feel reinvigorated while remaining immediately recognisable. We recrafted the mark using TWK Lausanne as an evolution of its original Helvetica, retaining the timeless feel while adding fresh details like the subtle droplet in the ‘a’ and the stretched title in the ‘i’, mimicking a pill. We took a bolder approach to colour and art direction, using a vibrant colour palette, crisp close-ups and dynamic angles to tease the new labels, while wider lenses recreate a Y2K feel in product shots. The refreshed brand has delivered strong results: a 4% increase in sales, 69% increase in shelf findability, and 870 million media impressions.

Facing a changing food culture and heightened consumer expectations, mayonnaise category leader Hellmann's initiated a brand refresh to re-establish its market dominance. The core insight driving the strategy was that consumers are tired of overhyped food trends and instead seek real, quality enjoyment in their everyday meals. The central idea became ""Hellmann’s Lifts It,"" a concept inspired by the brand's historic blue ribbon, which has signified top-quality mayonnaise for over a century. This positions a dollop of Hellmann's as the key to elevating simple food into something extraordinary. This concept was executed through a comprehensive global brand identity system. The iconic blue ribbon was amplified in a refined logo, a new ‘H’ monogram, and redesigned packaging for over 90 products. The brand’s cartouche was reimagined as a flexible ""window"" showcasing ""lifted"" food and moments. The entire visual identity—from a refreshed color palette and a custom ""Dollop Serif"" typeface to upward-angled photography and optimistic motion graphics—was designed to communicate the theme of uplift. The results of this global refresh were significant. Market research showed the brand's ""Worth Paying More For"" perception soared from 49% to 61%. The new identity also achieved measurable superiority against competitors in shelf findability, purchase intent, and the perception of delivering ""delicious taste"" and ""exciting meals,"" successfully renewing the brand's distinctiveness and desirability at scale.

The Maison Margiela Tabi Collector Box translates the brand’s iconic split-toe silhouette into a memorable unboxing experience, designed as a collector piece rather than a conventional shoebox. Conceived, designed, and produced from start to finish, the box uses precise construction, material restraint, and a deliberate split form to reinforce Margiela’s design language. It demonstrates how packaging can extend brand identity through form, function, and controlled innovation.

Two iconic family favourites have cut a surprising deal. Milka x Monopoly brings together melt-in-the-mouth chocolate and playful competition in a limited edition collaboration designed to create cultural relevance and disrupt the confectionery aisle. At the heart of the project is a true meeting of brand worlds. Rather than simply co-branding, we fused Milka’s distinctive visual identity with Monopoly’s most recognisable assets: the banknote and the iconic Mr. Monopoly. These elements formed the foundation of a special edition design system, rolled out across chocolate bars, deal packs and a bespoke Monopoly board game. The result is a highly collectible series where each product acts as its own “denomination”. Milka’s signature lilac anchors the range, while Monopoly’s colour hierarchy, currency structure and playful character introduce a sense of game, narrative and surprise. Together, they create a unified yet varied set designed to be discovered, collected and shared. As a limited edition, the design creates urgency and desirability at shelf. By transforming everyday products into collectible items, the packaging encourages repeat purchase and interaction. In a category with declining engagement, Milka needed to create desire rather than compete on price. By leveraging Monopoly’s global cultural equity, we created renewed excitement and relevance. The result is a limited edition packaging series that drives standout, collectability and emotional engagement, demonstrating how scarcity, storytelling and design can elevate everyday products into must-have cultural moments.

Seasonal packaging for grocery and gifting retailers is a crowded, fast-moving category. Year after year, Easter ranges default to the same visual shorthand: pastel palettes, cartoon rabbits, and generic florals. The challenge for Fortnum & Mason was to create a collection that stood apart, felt worth the premium, and delivered on the brand's core purpose: creating moments of joy for their customers. We rooted the collection in Ostara: the pagan festival of Spring, and the myth of a goddess who transformed an injured bird into a hare that laid coloured eggs. The true origin story of Easter, and one almost nobody knows. That narrative became the backbone of the entire design system. Rather than illustrate the expected Easter rabbit, we made a deliberate pivot to the hare. Mythologically truer and far more characterful, Harrie the Hare runs across the full range as protagonist, motif, and showstopper. We commissioned illustrator Lou Benesch to create a master illustration alongside a suite of individual artworks, with our design team composing the on-pack layouts, colour-picking to reflect each product and flavour, and building a cohesive range of over 20 products. The collection holds together as a coherent world at every price point, from a £6.95 matchbox of miniature chocolate hares to a £165 chocolate assortment box, each carrying its own name and narrative. For Fortnum & Mason, the result is a collection that commands shelf presence, drives gifting appeal, and reinforces their reputation as a destination retailer. For the industry, it makes the case that seasonal packaging need not be throwaway. When built around a strong concept and genuine craft, it becomes something customers seek out, remember, and return for.

The drawer-style outer box and rotatable inner can together establish a unified time-tracking system. The circular dial, reading window, and “Last Used” label on the outer box form an intuitive functional entry point. Using a “pull-to-rotate” mechanism, when the inner box is drawn out, the front dial simultaneously completes a fixed-angle clockwise rotation, turning the opening action into a tangible perception of time passing. Its top rotating lid with a calibrated time scale allows users to mark the last use time. This design transforms the “last used time” from a vague memory into clear, visible information. Key parameters like nicotine strength and flavour are prominently displayed on the side, allowing users to quickly grasp key information while maintaining overall visual coherence. To prevent underage access, a child-lock mechanism has been incorporated. The lid must be rotated to align with the unlock position before it can be lifted — a single pulling action alone will not open it. The outer packaging is made from rigid paperboard rather than plastic, which reduces single-use plastic waste and enhances recyclability, showcasing a commitment to sustainability.

Heineken is a true global icon, serving more drinks in more countries than any other beer. However, maintaining iconic status across 192 active and competitive markets is a constant challenge, requiring immense focus, consistency, and self-awareness. An iconic brand must always act like one. While the Heineken bottle is recognized worldwide, once poured, the beer itself looks much like any other. The existing Heineken glassware was generic, failing to make the brand stand apart. Heineken sought to solve this by creating a new signature glass that was ownable, memorable, and truly iconic, reflecting that an iconic beer deserves an iconic serve. Research revealed that, beyond the famous green bottle, the Heineken wordmark (with its unmistakable smiling ""e""s) and the Heineken Star hold universal iconic resonance. Our challenge was to directly embed this existing iconicity into people's hands. Instead of building something new to eventually become iconic, we aimed to create glassware with iconic DNA, literally constructed from Heineken's most recognizable symbols. The star, their most distinctive shape, though not automatically ownable, could be effectively utilized. The new Heineken signature glass rises elegantly from a star-shaped punt in its base, tapering upwards. This design refracts crystalline light through the liquid. The Heineken wordmark runs vertically, culminating in the iconic red star precisely positioned at the perfect pour height. What truly sets this glass apart is its star-shaped base, engineered to subtly imprint a star mark on any surface it rests upon—be it a bar, concrete, sand, or snow. This leaves a distinct and lasting impression of the Heineken brand wherever it is enjoyed. There are many signature glasses, but none are so directly and intuitively born from a brand's own iconicity—and therefore none as ownable—as the Heineken StarMark Glass.

Guts to Glory is a probiotic gut health powder positioned around daily resilience and performance. In a category typically dominated by soft, symptom-led wellness cues, the packaging reframes gut health as strength, presenting it as a capability rather than a correction. The identity is built around a bold, iconic G that makes gut health visible. Its subtle smiling form signals confidence and progress, reinforcing the shift from symptom support to performance while building a distinctive device used consistently across the range. The project responds to a key challenge within the gut health category: low visual distinctiveness and heavy reliance on clinical or lifestyle tropes that reduce memorability on shelf. By shifting the narrative from repair to performance, the design establishes a clearer and more confident role for gut health within everyday routines. For the client, the result is a distinctive challenger presence in a crowded wellness environment, a flexible visual system ready for range expansion, and an identity that works effectively across packaging, digital, and campaign applications. More broadly, the project demonstrates how functional wellness packaging can move beyond reassurance-led aesthetics toward a more recognisable and assertive brand language.

Jude enters a powerful new chapter with the launch of its science-backed pelvic floor supplements, supported by a refreshed identity. Originally a challenger brand breaking the silence around bladder health, Jude has grown into a trusted, community-driven voice in women’s wellness. This next phase required a shift from symptom-led support to a more authoritative, science-led positioning. Built around the strategic platform Science for Living, the new identity reframes Jude as a brand grounded in clinical expertise while still rooted in empathy and accessibility. The design brings this to life through a confident new wordmark, a richer and more premium orange palette, and a clear system of 3D ingredient icons that communicate efficacy and function with clarity. At its core is the idea of inner strength, captured in the line “Strength from the floor up” a nod to the pelvic floor itself and a reframing of the category away from stigma and towards empowerment. The result is a brand that feels modern, credible and quietly powerful on shelf and beyond. Rolling out across packaging, digital and campaign, the new identity marks a decisive step forward for Jude as it positions itself as the leading authority in bladder health.

Santi Peccatori is a niche perfume brand rooted in the idea of duality — something deeply embedded in human nature. A saint and a sinner coexist in each person, something that people intuitively recognise in themselves. Rather than forcing a choice, Santi Peccatori embraces both: Santi is a delicate everyday fragrance, while Peccatori is a more expressive scent for going out. Two distinct collections, designed to coexist. The design challenge was to express this duality through a visual language that feels both expressive and restrained, unfolding the brand story step by step while keeping it sophisticated and refined. The bottle shape references an apothecary elixir, an alchemy in scent, revealing the true nature of a person. Innocent white defines Santi, while translucent deep red expresses Peccatori. Typography and composition become the main carriers of meaning. Two typefaces, serif and sans, sit at the core of the idea. They appear close at first glance, but have a completely different nature, coexisting like a saint and a sinner. A key design move was to separate the name, using only one part of the logo on each bottle. Every detail carries meaning: on Santi, the fragrance names rise and float like a nimbus; on Peccatori — scattered in an ecstatic dance. The two are always in dialogue, but never blend: two distinct expressions forming one whole. For the client, this results in a clear and distinctive brand language that communicates the idea without overstatement and introduces a different way of engaging with the product: not as a single scent, but as a pair that works together.

The Hardin's Creek redesign aims to excite a new generation about American Whiskey, an old category often perceived as an ""archive of old men's stories."" Recognizing Gen Z's craving for immersive narratives and authenticity, we fused the Beam family's craft with imagination, turning Hardin’s Creek into a living world for tomorrow's drinkers. The mission was to invite participation rather than passive reception. The key insight was to leverage ""deep world-building"" through fantasy—not escapism, but a strategic tool to demystify complex whiskey-making. This approach transformed the bottle into a storyteller, making intricate details like environmental factors accessible through a gamified experience. Every element of the pack is designed to draw drinkers into this gamified realm. A vibrant ""map"" illustration on the carton depicts American whiskey's diverse terrain. Each pack acts as a ""viewfinder,"" showcasing a liquid's unique story. For example, the ""Warehouse Series"" features iconic mascots like ""The Mushroom"" or ""The Great Horned Owl,"" symbolizing specific warehouse conditions that shape the bourbon's profile. Artists Max Loeffler and Rob Clarke were commissioned for the distinct aesthetic. Label ""Easter eggs,"" such as an hourglass for age, invite decoding and shared exploration, fostering personal interpretation. This redesign represents a bold leap, creating a new paradigm for American whiskey. It transcends mere packaging, delivering an immersive experience that blends the Beam family's credibility with a captivating, gamified fantasy world, continually inviting Gen Z into the ""Tales of American Whiskey.

The UK has lost 97% of its wildflower meadows, and with them, the pollinators that we depend on. For Unwins, that wasn’t just a stat. It was a call to act. Through its Pollinator Pledge, Unwins set out to bring biodiversity back to everyday spaces - balconies, back gardens, window boxes and shared spaces. But the existing packaging for Wildflower seeds? Overcrowded. Instructional. Intimidating. More “gardening project” than “give it a go.” So we reframed it. Instead of another generic box of seeds, we created a Garden Journal - inspired by the well-thumbed diaries gardeners actually keep. The pack became a companion. Tactile. Encouraging. Human. We ditched category-standard photography for abundant illustration. Wild, woven, and slightly chaotic - just like real wildflowers. Hidden pollinators reward curiosity. Clashing, optimistic colours reflect the biodiversity inside. And on shelf, it’s a welcoming disruption of a sea of sameness.

Meijer tasked us with refreshing their LawnScape brand to create a more modern, cohesive, and scalable packaging system that elevates perception and supports future growth across categories. The previous packaging lacked clarity, differentiation, and a premium feel, making it difficult for shoppers to navigate the range and understand product performance in a complex, choice-heavy category. In a sector where confidence in results is the primary purchase driver, this created a clear barrier to engagement. We developed a unified design system that simplifies communication while strengthening brand presence at every touchpoint. A refined brandmark and rich green palette establish a foundation of quality and reliability, while structured layouts and bold, high-contrast typography ensure clarity. Hyper-real macro grass imagery was introduced to visually communicate product efficacy, reinforcing the promise of a healthy, successful lawn. Intuitive iconography distils key benefits into simple, scannable cues, while clear colour coding differentiates product variants and enables effortless navigation across the portfolio. The result is a cohesive and highly visible presence at shelf, improving shopability across formats. Designed with merchandising realities in mind, key information is positioned to remain visible whether packs are stacked or tray-displayed, ensuring consistent impact in-store and online. This approach supports a wider shift in private label packaging towards more premium, design-led systems. By combining clarity, consistency, and a confident visual language, the design demonstrates how private label can build trust, simplify decision-making, and compete more effectively with national brands. For Meijer, this delivers improved shelf presence, stronger shopper confidence, and a flexible design system that enables expansion into new categories while maintaining a consistent and recognisable identity.

Following on from the success of the Wild stick deodorant, the goal was to bring a plastic-free refill solution to the roll-on category. The aluminium case houses a plastic-free compostable refill that simply twists in (no pouring required) and can be home-composted when empty; an industry-first. The case itself is designed for desirability. Prioritising aluminium over plastic, the few plastic components needed are made from 50% recycled content. The aluminium case encourages repeat refill through it's premium design and can be disassembled for recycling when it is eventually disposed of.

Homes are smarter and more automated than ever, yet laundry still involves measuring, pouring and adjusting. Auto dose machines bring precision and ease—and by 2030, 1 in 4 UK homes will have one. Until now, products haven’t been specifically designed for auto dose. By removing repeated dosing, these machines simplify washing and support people with diverse needs, including mobility or age-related concerns. Smart machines require smart products for optimum performance. Enter Persil and Comfort Smart Series®: revolutionary detergent and conditioner ‘software’, formulated in perfect synergy with Samsung’s machine ‘hardware’ for perfect results. Smart Series represents a significant leap in inclusive packaging. The introduction of Braille on the DTC outer packaging reflects our commitment to improving accessibility in laundry. Designed to support blind and partially sighted consumers, working hand in hand with Unilever's Global Accessibility CoE this outer case clearly differentiates products with “detergent” on one side and “conditioner” on the other, enabling confident, self-directed use. This innovation was independently tested and validated by the Royal National Institute of Blind People (RNIB). We included “ease of opening” tactile sticker on the outer packaging, helping users quickly identify how to access the product—addressing a common but often overlooked barrier. To further enhance accessibility, an accessible QR code is featured on both the back of packaging, and front of the outer case, unlocking a digital experience tailored to diverse needs. Unlike standard QR codes, this solution is designed with inclusive principles in mind, offering easy-to-scan placement, clear signposting, and a seamless journey to accessible content (audio guidance, product information, and usage instructions). Together, these innovations combine physical and digital accessibility, demonstrating how thoughtful design can remove barriers, creating a more inclusive experience for all. This pack generated valuable insights, building key foundations in our ongoing journey toward greater inclusivity and accessibility.

Hotel Chocolat's core boxed range has remained unchanged in format for over two decades. The brief was a complete pack redesign for our ALL-NEW Boxed Selections that increased the ease of navigation of the 8 flavours in the range over 31 skus in 6 formats, elevated the gifting experience, and better expressed the brand's deep-rooted cacao credentials, while remaining fully recyclable. The range serves as Hotel Chocolat's everyday gifting cornerstone, spanning eight distinct 'love match' flavour profiles, each with its own colour identity. The pack redesign sees the addition of an illustration per flavour, and inside pack stories to celebrate ingredient provenance. Moving away from coated board, the redesign adopts an uncoated substrate to give the range warmth and tactility. At the heart of each box sits a gold-foiled fluted motif - a graphic abstraction of the ridges and natural texture of the cacao pod grounding the brand in its provenance and commitment to gentle farming both at the Hotel Chocolat cacao farm in St Lucia and with suppliers the brand works with in Ghana. The same foil technique is applied to the message wraps, which are printed on Fedrigoni Arena Rough Natural paper. The sleeve serves to function as an all-in-one effortless gifting solution, with an embossed area on the back for personalisation.

Little Dish, a pioneer in fresh meals for young children, partnered with us to evolve its brand into a more supportive, future ready system for modern families. As parents face increasing pressures, from rising living costs to nutritional concerns and time constraints, the brand identified an opportunity to deliver value beyond food. The existing identity lacked the flexibility, personality and impact needed to communicate this expanded role. In response, we created a narratively driven design ecosystem that connects with both children and parents. At the heart of the new identity is a family of fantastical animal characters, each with distinct personalities and playful props. These characters bring main character energy to the brand, capturing children’s attention while acting as an emotional bridge that reassures and engages families. A new Little Dish icon, overflowing with vibrant, healthy ingredients and set in a bold, shelf blocking purple, strengthens recognition and creates a consistent visual anchor across all touchpoints. The system is designed for versatility, working seamlessly across packaging, digital platforms, content and partnerships. It balances charm with clarity, ensuring communications remain engaging for children while providing parents with confidence and ease of navigation. The result is a flexible, character led identity that transforms Little Dish from a product led brand into a trusted ally, equipping it to support families with happier, healthier mealtimes now and into the future.

Manomasa was born from Latin American culinary tradition, yet its visual identity had become muted, positioning the brand within a narrow, farm shop style niche despite its bold flavours and textures. To support growth and unlock innovation, the brand needed to reconnect with its roots and express a more confident, mainstream presence. The strategy returned to first principles, aligning the visual experience with the vibrancy of the product itself. Inspired by the energy, warmth and colour of Latin America, the redesign elevates Manomasa’s established structure while injecting a distinctively expressive spirit. The central logotype remains, supported by a more dynamic and richly coloured kaleidoscopic ingredient story. A new icon featuring a pair of dancers introduces rhythm and personality, capturing a sense of movement that extends beyond pack into wider brand storytelling opportunities. A refreshed palette brings bolder contrast and vibrancy, while the retained cream background anchors the design, balancing energy with clarity. The result is a packaging system that feels lively, distinctive and culturally resonant. The redesign transforms Manomasa from a niche premium offering into a bold, flavour forward brand ready for the mainstream. It creates stronger shelf presence, clearer differentiation and a flexible platform for future innovation, while staying true to the brand’s authentic Latin American inspiration.

We’d like to teach the world to Scan.

 A total, ultimate, endless, cross-portfolio design system built to connect everything together, physical and digital, once and for all. Implemented across all markets major brands for The Coca-Cola Company, Connected Packaging brings both the physical and digital together in meaningful moments, just like the products do.

 Hundreds of brands. Thousands of skus. Millions of exception requests. With no guideline for executing globally, how do we turn the brands most distributed assets (the packs themselves) into an always-on gateway to brand experiences; in a way that not only helps with promotional activity - it does it in a super connected way across everything that The Coca-Cola Company does. Ensure consistency in design across all of the folio. Ensure progressive understanding by the consumer.
Ensure engagement and recruitment.

 We built a system that transforms packaging into an always-on digital gateway, that gives consumers access to compelling experiences, meaningful promotions and long term loyalty schemes. Crucially, the system does this cross-folio across all packaging formats; instructing both the end user on activation and the design teams upon implementation. Design wise, a simple digital ‘connected’ toggle is the portal for the entire ecosystem - a scan “unlocks” and powers up unique experiences, promotions and exclusive content that only TCCC can do. A circular Power On Device houses brand assets, partner logos or context relevant iconography. Combined with brand aligned color guidance, this allows the system to flex as needed to connect with anything its applied to.

Lubrax, a revered Brazilian motor lubricant brand, aimed to elevate its identity beyond top-of-mind status in its market, establishing a perception of proprietary technological quality. Guided by 'Fluentologia' – a concept unifying fluidity and technology – the overhaul transformed a complex category into an intuitive brand experience. 'Fluentologia' encapsulates Lubrax's power to adapt across diverse terrains, hot climates, and a multitude of vehicles and machines, ensuring optimal performance. Lubrax offers automotive lubricants for a diverse audience, from motorists to technical specialists. The redesign ensured clarity and confidence in selection within its complex, 'technical purchase' market. The redesign creates a new, bolder logo, vertically placed in the new labels, and a flexible proprietary design system. Lubrax's remarkable 'X' becomes a disruptive bottle silhouette. This extends across a comprehensive packaging family, including 1L, 0.5L, 4L bottles, and pioneering pouches – unique for motor lubricants in Brazil. Each format embodies Fluentologia's adaptability, creating an integrated POS presence. Its ergonomic form features a subtle twist and secure grip; a conical top ensures a ""glug-free"" pour, and the textured cap facilitates easy opening. Sustainability is key: lighter bottles use less plastic, certain lines integrating recycled plastic, reducing carbon footprint and optimizing logistics. An exclusive variable typography adds a distinct layer of brand recognition. Strategic metallic colors, clear iconography, and refined hierarchy streamline information, empowering confident selection. As a leading Brazilian brand, this rebranding reasserts Lubrax's technological leadership and unique expertise within its home market. Aligning with contemporary innovation and sustainability, it solidifies its position as a forward-thinking icon. This project exemplifies design excellence by fusing innovative aesthetics (disruptive 'X' silhouette integrated with new Logo) with superior functionality (ergonomic grip, glug-free pour, intuitive navigation). Its strong sustainability focus (reduced plastic, logistical efficiency) and market impact (elevated brand perception, competitive edge) inaugurates a new era.

We spend 113,760 minutes of our lives brushing our teeth, yet for individuals facing dexterity challenges like carpal tunnel syndrome, arthritis, or tremors, this essential daily routine is a persistent struggle. While classic packaging is designed to be opened, {access}ories packages your toothbrush, turning it into an assistive product that people with dexterity challenges can actually use. Now sold by Ordo, {access}ories are personalised, 3D-printed toothbrush holders that enable independent, comfortable brushing. Not an add-on. An equaliser. We swapped designing for the average and started designing for the individual. Through co-creation Makers Labs with people living these realities, we built a one-size-fits-one system. An intuitive digital platform allows users to personalise the grip, choosing from over 500 unique handle variants, each tailored to a specific grip strength, movement pattern, and need. Delivered through Ordo’s direct-to-consumer model and produced on demand with Batch.Works, {access}ories replaces mass production with mass personalisation. No excess inventory. Minimal waste. Maximum relevance. Through design, {access}ories reframes accessibility as aspiration. A contemporary aesthetic and considered colour palette ensure these holders belong on display, not hidden away. Because inclusive design should feel considered, not clinical. By collapsing the boundary between product and packaging, {access}ories challenges what packaging is for. Not just to contain or communicate, but to perform. To solve. To include. For the industry, it signals a new role for packaging: utility as value, accessibility as innovation, personalisation at scale.

Here’s a sharper, award-level version tailored specifically for an **innovation packaging award submission**: --- **Teddy Bare Moisturiser — Packaging Innovation That Leaves Nothing Behind** Teddy Bare Moisturiser redefines what packaging can be in children’s skincare by addressing one of the industry’s biggest challenges: waste. Developed for children in their “in-between” years, the product is built on a simple philosophy: cleanse, moisturise, protect. This same simplicity is applied to its packaging system, eliminating unnecessary complexity and materials at every stage. At the heart of the innovation is a world-first combination of materials. The moisturiser is housed in Vivomer, a next-generation biopolymer developed by Shellworks, created through natural fermentation and designed to fully biodegrade without leaving microplastics. It is paired with a Biodolomer label and non-toxic adhesive, resulting in a fully compatible system where every component is designed with the same end of life in mind. This is the first time Vivomer packaging and a Biodolomer label have been successfully combined into one complete beauty product. Unlike conventional skincare packaging, which relies on mixed materials that cannot be separated or recycled, Teddy Bare is designed as a mono-intention system. It is 100% home compostable, breaking down safely into natural elements without industrial processing. The innovation is not only technical but behavioural. The outer packaging transforms into a playful game, encouraging children to engage with the product beyond consumption. By making the end of life visible and interactive, it introduces circular thinking at an early age. Teddy Bare Moisturiser sets a new benchmark for the industry by proving that packaging can be high performing, emotionally engaging, and truly circular. It does not ask consumers to recycle better. It removes the need for recycling altogether. This is not an incremental improvement. It is a complete rethinking of skincare packaging from beginning to end.

Our brief was to design, develop, and deliver a reusable anti-perspirant and deodorant packaging solution for Unilever’s Dove brand that could rival agile challengers, ironing out consumer gripes and helping to democratise the refillable category. The result is a packaging system comprising consumable refills loadable into a reusable case that elevates the daily experience, creating a strong emotional connection that justifies the premium trade-up and ultimately delivers sustainable practice. We optimised an existing mechanism to create a sleek, durable packaging solution engineered for sustainability, consumer appeal, and supply chain scalability while leveraging Dove’s brand values and meeting their sustainability goals. The anodised aluminium case has been designed to be a visually distinct, premium product – not a disposable pack - and comes in a range of colours with beautiful finishes including the inside of the lid. It is engineered for a lifetime of use while the larger lid and buttons are designed for broader accessibility (reflecting Dove’s commitment to inclusive design). A cradle for secure refill placement enhances usability. The deodorant refill is made from coated PFAS-free bamboo bagasse pulp. Bamboo, the fastest growing plant on earth, is highly regenerative. And bagasse pulp, a byproduct of sugarcane processing, is a readily accessible and renewable raw resource. The anti-perspirant refill is made from PHA bioplastic – created using corn feedstocks – which meets higher barrier needs for storage and transportation while also being composable at end-of-life. Designed to last five years, the system could use 18 times less plastic over this period and save 130 g of plastic annually compared to single-use packs. Ultimately, this design proves that reusable products can be more beautiful, desirable, and user-friendly, empowering users to reduce their plastic footprint without compromising on efficacy and forging a deeper loyalty to a brand that shares their values.

For many years, Midleton Very Rare was presented in a wooden case that had become part of the brand’s ritual, presence and prestige. The task, then, was not simply to replace one pack with another, but to move an established luxury format towards a more responsible model without losing the qualities people already associated with it. That evolution happened in stages. The first step replaced the original wooden case with a paper-based structure that preserved the familiar double-door opening and on-shelf presence while removing wood, PU badge labels, elastic, plastic vac form, EVA, non-woven elements, gloss lamination in transit and shippers, and metal hinges. Printed badges were introduced, and the new pack was 50% lighter. Life Cycle Assessment showed that this version reduced fossil fuel use by 53.34%, greenhouse gas emissions by 53.23%, and water use by 39.82% compared with the wooden pack. The next generation took that work further in order to align with Pernod Ricard’s 2025 Sustainability & Responsibility guidelines. Magnets were removed, leaving a 100% paper-based, fully recyclable pack built from grey board, white kraft paper wrapping, paper pulp fitments, and unlaminated white kraft E-flute corrugate. Although the pack is intended to have the long life of a collector’s item, it now has a much clearer end-of-life route through paper recycling. In practical terms, that matters because luxury packaging has often depended on mixed materials that communicate value on shelf but complicate disposal. This project suggests another route, where structure, restraint and careful material choices can carry the sense of luxury, while iterative LCA helps guide each step of change with evidence rather than assumption.

The Jack Daniel’s x McLaren Halo pack combines advanced design with precision engineering, inspired by Formula 1’s Halo device. It transforms a 2D concept into a complex 3D structure through CAD modelling and rapid prototyping, with over 20 digital versions and four physical iterations using FDM, SLA, and CNC-machined aluminium. At its core is a hidden push-button mechanism beneath the McLaren logo. A light press releases the bottle from its cradle, with an EVA-tuned click delivering a soft, premium sound, replacing earlier hollow tones. The pack comprises 48 components across eight materials, produced using seven techniques including die-casting and aluminium extrusion for automotive-grade rigidity. An Alcantara-lined base references McLaren interiors, while carbon fibre effects are achieved through precise graphics to balance authenticity and manufacturability. Despite its complexity, the pack was delivered in seven months. Sustainability considerations include recyclable aluminium and re-smelting unused material. An electrophoresis finish provides a consistent matte surface and enhanced durability, while hidden reinforcements and tuned acoustics reflect attention to detail. The result is a highly engineered piece of secondary packaging that truly sets the pulse racing by integrating functionality, material innovation, and user interaction.